Three ways to turn your CMS into 2017’s marketing hero
Many marketers still aren’t using content management systems and tools to their full potential. Bartek Banda says those who integrate theirs with other platforms and glean valuable data will reap the full benefits in 2017.
On their own, CMS tools can provide simple capabilities for marketers, such as a way to update content on a page, or see how many times a page was viewed in comparison to another. However, when used to its full potential, a CMS can be a key factor in building customer loyalty, creating a compelling brand presence, and turning prospects into fans.
Here are three ways to take your CMS beyond just a tactical tool, to being a strategic method for achieving business goals:
1. Seamless integration with the full marketing technology stack
Speed will be key in 2017. Between 2015 and 2016, Australian retail sites have increased their loading times from 5.4 seconds to 8.2 seconds, mainly due to the ineffective integration of tools such as chat functions, third-party connections and heavily personalised multimedia experiences.
If a CMS encounters problems such as freezing, slow running times or delays with connecting to platforms such as a customer relationship management (CRM) system, this will significantly impact the marketing team’s ability to engage with customers in real-time, as well as use the data generated from these systems to draw reliable conclusions.
A CMS that is seamlessly integrated into all tools being used throughout the organisation to enhance and analyse customer interactions will become a hub for customer insights. This will enable it to grow from being a piece of technology for the marketing team, to a go-to resource for the entire C-suite as they develop business strategies and objectives.
2. Use analytics to create compelling content
With web analytics and data visualisation at the top of marketers’ list of priorities in 2016, this year is the time for marketers to start ‘walking the walk’ on using the full capabilities of CMS data.
Customer data and analytics offer organisations the possibility to create engaging content that is valued and shared broadly. Reaching this goal starts with properly collating and analysing data from the various information sources and marketing technology tools available.
For example, by using a CMS to understand what pieces of content are of most interest to a customer, combined with data from a CRM about what the customer has previously purchased, marketing teams can then determine what kinds of website pages, white papers, reports, blogs posts, or infographics would be of most interest to that customer in the coming weeks and optimise the resources and time spent on creating this content. This level of insight can then enable highly personalised content to be shared with individuals or audience segments at decision-making stages or a time of day when it will have the most impact.
3. Cross-channel integration for a seamless customer journey
Although traditionally left out of the conversation, cross-channel integration should be an important part of any CMS strategy. As customers now commonly interact with brands across their smartphone, tablet, and laptop devices, a CMS that aims to provide a holistic view of the customer should be assessing this cross-channel engagement for further customer engagement and data analysis opportunities.
Unfortunately, 2016 saw the number of digital marketers claiming none of their marketing campaigns are integrated double over the previous three years. With significant ground to make up for, it will be critical for marketers in 2017 to recognise the role a CMS can play in understanding, facilitating, and driving the customer journey across different devices. The result will be smoother end-to-end customer experiences, giving the business a competitive edge.
As customers’ browsing behaviours evolve in line with new technology and platforms, it is critical for organisations to prepare their CMS to be one step ahead, starting by recognising the power a CMS has when used to its full potential. If it is still far from being integrated with other information sources and platforms, delivering meaningful data insights, or responding to customers’ cross-channel journeys, now is the time to shift your approach to content management.
Bartek Banda is Squiz Matrix Product Manager at Squiz
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